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THE 3 PILLARS OF CONTENT MARKETING

Adrienne Burns & Benjamin Manning Internet World 2014

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We believe it should be

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S I M PLE to harness the power of content marketing

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and we enable organisations to

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E N G A G E their audiences through quality content

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State of the industry

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• Search engines • Panda, Penguin & Hummingbird

• Smarter web users • Long tail & question based queries

• Accessibility • Mobile and tablet

• Social Media • Ranking factor & growing popularity

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Image credit:http://www.brainlesstales.com/images/2011/Feb/whats-wrong.jpg

So what’s the issue?

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Content Marketing Industry

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£4 billion – worth of the UK content marketing

industry source: Content Marketing Association, 2014

31% - total of B2B budgets currently spent on

content marketing source: Content Marketing Institute, Dec 2013

56% – marketers planning to increase their spend on

content marketing in 2014 source: Content Marketing Institute, Dec 2013

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Ineffective content marketing by numbers

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52% - proportion of marketers saying their

content marketing is less than effective

£2.1 billion – cost of ineffective content

marketing

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Most effective versus most difficult

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Ineffective content marketing by numbers

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Playing on Google’s Turf

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Image credits: http://www.hmtweb.com/images/cloaked-panda-drop.jpg http://www.ecommercefuel.com/wp-content/uploads/2013/04/Penguin-Hit.jpg

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So Why Is Content Marketing So Important?

Because the buyers say so!

• People are willing to pay up to 10% MORE

for products and services from brands

whose content they engage with.

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The three pillars of content marketing

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“You either have to be the first, best, or different”

– Loretta Lynn

Strategy

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Strategy – know your in-house capabilities

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Strategy - timeline your goals

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Strategy – being realistic

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Image credit: http://funtolike.com/wp-content/uploads/2013/10/funny-dwight-schrute-quote.jpg

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Technology - mobile & tablets

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source: https://lh3.googleusercontent.com

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Technology - mobile & tablet growth

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source: BI Intelligence

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“The mobile phone is a bit like God – it’s omnipresent”

– Joanna Picq, Jampp

Technology - mobile & tablet growth

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Technology - mobile & tablet growth

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32% of organic traffic through Google

so far this year has come from a

mobile or tablet device. source: Marketingcharts.com, 2014

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Technology – mobile use

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Image credit: http://cdn.blackenterprise.com/wp-content/blogs.dir

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Technology - mobile & tablet growth

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Technology – mobile sites vs. apps

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Technology – time spent on devices

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Technology - clear conversion path

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Take a look at your sites conversion path...

•Are you asking for too much information?

• Do you have too many fields? • Have you tested it yourself/got others to test it? On multiple devices?

• What are your drop out rates?

If you don’t measure, you can’t improve.

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Technology - clear conversion path for B2C

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Technology – calls to action

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Technology – Small businesses failing to benefit from calls to action

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• 96 % don’t feature any industry how-to guide or white papers on their home pages.

• 70 % don’t reference any notable calls to action on their home pages (other than a phone number and a “contact us” option in the navigation).

• 82 % don’t reference their social media profiles (text or images).

• 70 % of websites with a phone number don’t display it in a prominent place.

• 38 % of websites with an email address bury it on the home page (often in the footer).

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Choosing the right Content Management System

Technology

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Content Creation - context

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Image credit: http://www.keepcalm-o-matic.co.uk

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Content Creation – aligning with buyer personas

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Content Creation – know what to outsource

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Say hello at stand IW570

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More advice in our newsletter: http://go.axonn.co.uk/newsletter Get the slides: http://www.slideshare.net/AxonnMedia

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Free buyer persona guide

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DOWNLOAD: http://go.axonn.co.uk/buyerpersonaworkbook